The Radio Lounge - Direct Response Radio Advertising Process
Radio advertising is a powerful medium. Nearly 100% of homes and autos have a radio. Even with the proliferation of cd players, mp3 players, and other digital doodads, radio listenership still remains strong. Radio advertising still reaches a huge audience and continues to generate profitable results. The key is in knowing how to effectively use radio advertising. With over ten thousand radio advertising campaigns under our belt, Radio Lounge knows what works and what doesn’t. Our direct response radio advertising model has been proven to achieve profitable results, based on a combination of solid marketing strategy, pinpoint-targeted media placement, sales-driving creativity and —most importantly —the use of innovative technologies to track and analyze campaign data.
Here’s how we approach a successful direct response radio advertising campaign.
Strategic Development:
- Learn about you, your product, your target customer and how your customer interacts with your product
- Set the goals, objectives and budgets for your campaign
- Define your unique positioning and brand pledge
- Determine status of infrastructure to support your campaign
Media Planning:
- Set goals and objectives
- Analyze markets, stations, formats, dayparts and more.
- Develop a test market campaign – then negotiate and purchase media
- Review the test campaign and plan, negotiate and execute a larger scale rollout
- Monitor station accountability and conduct post buy analysis
Creative Development:
- Define your target customer (demographics, psychographics, personality profiles, etc.)
- Develop creative positioning based on your customer needs and wants
- Copywriting, production and delivery of product to the media
Market Testing:
- Set goals and objectives for your campaign
- Execute local market tests, and review data
- Make refinements to media and creative strategy as needed
Tracking:
- Innovative tracking allows online and offline communication (i.e. phone calls) to be tracked in your favorite web analytics software (such as Google Analytics, Yahoo Overture and others).
- Ongoing monitoring of station activity ensures precise media execution and station accountability
- Daily statistic reports, to include: number of spots run in a market, media expenditure for that day, average cost per spot, cost per order, total calls in, total calls answered, number of orders, average order size, revenue to spending ratio and more.
If you are thinking about advertising on the radio, let the experienced radio advertising professionals at Radio Lounge make your campaign a success. Call us for a free consultation. No pressure, just friendly people who love to help companies succeed with their advertising on the radio. Call toll free, 1-866-4-AUDIO-9. That’s 1-866-428-3469.
Radio advertising works - and when done right, it can achieve powerful results.
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